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Lawyers, Guns, and Coffee

Does Yosemite Sam enjoy the occasional shot of espresso? Perhaps, but as Starbucks recently learned fans of the Second Amendment sure do. The brewer of brown beverages found itself in the throes of a nationwide debate centered not on caffeine, but gun rights.

Does Yosemite Sam enjoy the occasional shot of espresso? Perhaps, but as Starbucks recently learned fans of the Second Amendment sure do. The brewer of brown beverages found itself in the throes of a nationwide debate centered not on caffeine, but gun rights.

After California Pizza Kitchen and Peet’s Coffee & Tea put a policy in place preventing people from packing heat on their hip when in stores, a gathering of gun-toting citizens were forced to find a new place to frequent—so they sauntered to Starbucks.

Legally, they’re allowed to lug their heavy metal in any of the 43 states which protect the principle; of course businesses bear the right to prohibit people from entering their establishment when wearing weapons—which represents the firepower behind the fracas.

Starbucks is staying centered, ignoring both the Brady Campaign to Prevent Gun Violence’s pleas to ban artillery at the bistro and OpenCarry.org’s overture calling for its 28,000 members to caffeinate there in a show of support.

Standing behind a belief that gun-control debate belongs in the legislatures and courts, Starbucks suggests adopting a policy of prohibition in states where it’s legal to roam with a revolver would place its employees in the untenable position of pushing law abiding customers out of stores—an unfair and potentially unsafe position.   

As we stand atop our virtual soapbox during these blog sessions, our solution usually starts with a simple adage: ask your customer. But is that a decaffeinated cup of caution in this case? Both sides sport ammunition in the form of numbers, so who does Starbucks select as a sounding board?

Ordering an opinion from Regular Joe is still justified. It’s the average customer (the many, many more who mind the middle of the argument) who matter most; uncovering their passion, or perhaps utter lack thereof, may provide a made-to-order PR solution. After all, finding an answer doesn’t have to be as difficult as dictating an order for a half double decaffeinated half-caf, with a shot of caramel. 

As you pull the trigger on the weekend make sure to get your fill of fun, but don’t forget to set those clocks accordingly on Sunday!

One Response to “Lawyers, Guns, and Coffee”

  1. Matt D. says:

    How was I to know she was with the Russian’s brew? HOT!

    It is interesting to see an iconic corporation like Starbucks stuck between a glock and a hard place. Just for my personal amusement, I wish they would stop a second, put the frothed milk down, and take a stance…pro-guns or no-guns. Then other mega-moguls, like Mickey D’s, would be forced to stand up and declare their stances as well. At least then when I was ordering my non-fat, half soy, shaken, not-stirred double grande crappacino or my quadrouple-stacked, fake beef McCalorie patty, I would know if the dude next to me, who looked a little too angry about how much whipped cream they put on his drink, was packing heat or not. (Deep breath…exhale calmly…)

    You are totally right here though…all of us in the middle probably don’t care if Starbucks picks a side. But if I getted capped while frequenting their faux-groovy establishment…I will totally bitch about them not prohibiting firearms!

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Tiny Dancer

Secure your sequins and squeeze into those spandex, ice skating is in season. Through 14 days of Olympic Coverage there’s been naught but a single night where audiences weren’t subjected to ice skating in some form—the Opening Ceremony. Apparently by “coverage” of the Olympic Games, NBC meant a spotlight on skating in all its forms.

Despite a limited love for the sport, admittedly accredited to an inability to see past the pageantry nor distinguish between a salchow and axel jump , through this past weekend I had set a personal record in viewership—that is until Ice Dancing dominated Monday’s lineup and I was finally forced to put the games on ice.

Secure your sequins and squeeze into those spandex, ice skating is in season. Through 14 days of Olympic Coverage there’s been naught but a single night where audiences weren’t subjected to ice skating in some form—the Opening Ceremony. Apparently by “coverage” of the Olympic Games, NBC meant a spotlight on skating in all its forms.

Despite a limited love for the sport, admittedly accredited to an inability to see past the pageantry nor distinguish between a salchow and axel jump , through this past weekend I had set a personal record in viewership—that is until Ice Dancing dominated Monday’s lineup and I was finally forced to put the games on ice. 

My personal preference aside, the chorus of complaints from viewers has continued (and climbed) through the weeks. The USA-plus  plan for coverage, using downtime in skating to show snippets of other events (often on delay from earlier in the day) leaves something to be desired—like seeing other countries compete in any of the events. Those on the West Coast  are riddled with ridiculous three-hour lag times, despite having clocks tuned to the same time-zone as Vancouver and real-time access to results. Ignoring mass-interest in another episode on ice, US versus Canada in hockey, NBC excommunicated the event to cable’s MSNBC, a news network; 8.22 million fans followed (again, a near record in ratings), but we’re left to guess what the game would have drawn if offered en masse on basic cable.

Not long ago much was made of NBC’s creative use of ratings to endorse Leno’s return to the late night lineup, a policy they’re playfully pulling back out of their PR pocket . While its true viewership has vaulted past Turin—my attention isn’t for entertainment, it’s for endurance.

NBC is surviving on the success of America’s record run of medals and increased interest in more extreme events, while falsely assigning credit to their own “premier programming.” If the path to seeing Shaun White grab gold leads through tassels and toe loop jumps, then so be it—but my attention and affinity for the network is on thin ice.

Here’s to uncovering a universally understood maxim heavy hitters, the pleasure of a few work-free days!

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The Thrill Is Gone

While you worked last Friday, I moseyed to a movie matinee.

Boasting better than a billion bucks worth of worldwide sales, audiences flocked to ‘Avatar’ with force and it seemed time to follow. The flick, now favored among Oscar options for Best Picture (uncommon for the Sci-Fi category), proved an entertaining experience, fashionable 3D eyewear et al. Given relaxation was the reason for vacation, I decided to double-down and watch ‘Up’ (another Best Picture Oscar nomination nod) later that evening.

While you worked last Friday, I moseyed to a movie matinee.

Boasting better than a billion bucks worth of worldwide sales, audiences flocked to ‘Avatar’ with force and it seemed time to follow. The flick, now favored among Oscar options for Best Picture (uncommon for the Sci-Fi category), proved an entertaining experience, fashionable 3D eyewear et al. Given relaxation was the reason for vacation, I decided to double-down and watch ‘Up’ (another Best Picture Oscar nomination nod) later that evening.

Initially, the range in ‘Rocky Ratings’ was minor: both ranked as reasonably entertaining ways to spend some time. But as I contemplated clips and quips from both, my scale started to swing—‘Up’ soared as I lost connection to ‘Avatar.’

Fondness for devilishly clever details in ‘Up’ expanded the movie’s entertainment value; conversely, outrage over cheap copouts from its counterpart failed in forming a long-standing liking of ‘Avatar.’

As researchers we strive to monitor consumers’ opinions in the moment, intent on protecting the integrity of their insight by securing reactions before they have a chance to slip away. But doing so fails, in part, to procure a rounded reaction.

The missing metric is the linger level; understanding both the initial reaction AND the end result after the excitement wanes and we’re left with our more methodical opinion. Measurement at the point of purchase only captures a piece of the psychology involved in the decision making process. To gauge a truly accurate account we have to collect consumer feedback on a continuum, speaking with the consumer several times over an extended period.

After all, who among us hasn’t altered an opinion about a product we just brought home or an experience we engaged in after the rush resided? Think about it for a few days and get back to me.

As is custom, some sounds to send you sailing into the weekend in style; happy chocolate and flowers this 14th friends.

One Response to “The Thrill Is Gone”

  1. AHR says:

    Ahhh… the psychology of it all! I make many snap decisions which I usually end up rescinding (or regretting). I am also swayed by other people’s opinions. Sometimes I can’t even tell which reaction is the authentic reaction. Great thought to focus on both.

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The Source of Bauer’s Power

The following takes place between 9:00pm and 10:00pm.

Monday night means a Bauer power hour, a sixty minute stay in the land of make-believe following the FOX show, ‘24’. Engaging in our weekly espionage means moving lights to their “off switch” and a vow of silence from all sofas—a tradition eight years running.

The following takes place between 9:00pm and 10:00pm.

Monday night means a Bauer power hour, a sixty minute stay in the land of make-believe following the FOX show, ‘24’. Engaging in our weekly espionage means moving lights to their “off switch” and a vow of silence from all sofas—a tradition eight years running.

Through the years, the couches, company, and even the TVs used to take it in have changed, but the time dedicated to the drama has not—it’s always a full sixty minutes. Despite the advent of the DVR, advertisers are still guaranteed complete attention to their commercials among our group, a ritual reserved solely for this single show.

The commercial breaks, often overruled with the frenzied fast-forward button, create a chance to build anticipation as the two-plus minutes are spent agonizing over the story line and what comes next. Simply stated, speeding through sponsorships would stall the total satisfaction served by Bauer.

TV networks turn to Nielsen to verify their viewership and judge consumers’ jubilee for a given show, but what the ratings don’t reveal—the show finished a tough third last Monday, even falling behind a rerun of ‘Two And A Half Men’—is the manner in which the show is seen.  

Our fixed formation of five viewers adds a solitary stat to the show’s overall ratings when we watch on a single TV—missing not only more numbers, but the show’s status as a weekly event. Beyond the basic data lies a paradigm probably produced for other programs (everything from ‘American Idol’ to NFL games): a show’s ability to create an experience for its viewers.

Because we extend our enjoyment by watching real-time rather than recording, we tend to talk through the two minute respite—often about the commercials providing the pause.

As advertisers roam through the bevy of broadcasts to pick their placements, they’d be wise to noodle a new metric of success, one which accounts for audiences by gauging the richness behind the ratings—now that’d be something even Jack couldn’t stop; well, not in a single day anyway.

As you march on through the waning days of January’s winter-wonderland, we encourage you to stay warm by dancing as if no one was watching.

2 Responses to “The Source of Bauer’s Power”

  1. Matt D. says:

    I have viewed the program from its inception 8 seasons ago from many a couch, with an ever-shifting band of 24 brethren beside me. And yes, we do enforce the “shut your mouth between clock-beeps” law that naturally pairs with such a show when it is being presented in “real time.”
    Still, as I finally exhale from the fast-paced, Bauer-fueled action to take a deep breath with a word from our sponsors, I am not sure how closely I watch the ads. I agree that the 2 minutes plus adds the needed level of anticipation to the show, which luxuries like DVR allow us to avoid, yet I seem to use those minutes to break my fixed gaze on the screen to reflect upon Jack’s uncanny ability to overcome any odds (be it a nuclear blast or the shakes from heroin withdrawal).
    You have a great point that ad exec’s are now faced with a new demon to slay…the viewer’s ability to fast forward commercials when they have DVR’ed a show. I am not sure there is even a way for them to conquer that beast, unless they approach TV execs to develop more 24-like shows that need the commercials to increase the show’s intensity.
    I do find one thing interesting related to ads after so many Bauer-soaked years though. I tend to pay close attention to commercials featuring 24 actors. Be it the bold and morally fortified, late President Palmer making sure I’m in good hands with Allstate or Keifer using his “sweet” voice to purr about Sprint, I can’t help but watch and remember good times from past seasons.
    Maybe that’s the key…cast all advertising with 24 staff.
    Kim Bauer on the hood of a Mustang slinging car wax? Chloe convincing me how well Ex-Lax works?
    Now that would be one hell of a day!
    …beep-beep, beep-beep…

  2. Kate DeVagno says:

    The only show I’ve ever dedicated my (real) time to was “The Shield” on FX. Despite not watching much TV, during “The Shield” I was keenly aware of the edgy commercials… especially a Ketel One Vodka ad that was largely panned by ad agencies but really made an impression on me. I never DVR’ed through that one, and we have Ketel One in our freezer.

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The Tomorrow Show

NBC knows drama. The network hit the off-switch for Jay Leno’s prime-time TV experiment this week, and what’s ensued is akin to an audience laugh track. After airing for only a few short months, why pull the plug?

With Leno serving as the lead-in, local NBC stations saw their follow-up late news audience drop by an average of 25% from 2008, with larger markets New York (48%), Philly (47%), and LA (43%) leading the loss categories, according to research firm Harmelin Media.

NBC knows drama. The network hit the off-switch for Jay Leno’s prime-time TV experiment this week, and what’s ensued is akin to an audience laugh track. After airing for only a few short months, why pull the plug?

With Leno serving as the lead-in, local NBC stations saw their follow-up late news audience drop by an average of 25% from 2008, with larger markets New York (48%), Philly (47%), and LA (43%) leading the loss categories, according to research firm Harmelin Media.

For NBC affiliates, who clamored for canceling the show since its inception, this wasn’t news—it was affirmation.

Their preeminent plan to please the masses first involved Leno at 11:35, followed by Conan O’Brien’s “Tonight” show at 12:05 with a string of late-late shows lagging even further behind. Conan’s retort, which will rightfully be reviewed as perfection in PR classroom case studies for years to come, nixed NBC’s plan of inviting everyone to the late-night party.

A buyout of Conan coming soon, NBC has placed the party in-charge of the ratings plummet back in place; Leno will once again look out from behind his Late Night desk.

Is Leno the right leader or will fans continue their boredom-borne boycott? One thing is certain, NBC didn’t stop to ask the audience; they simply forged on with what they figured would work best, which is strikingly similar to the start of the melodrama.

NBC outright negated cries from their customers—doubled down when considering affiliates as well—for four months as they forged on with Leno’s weeknight work despite disastrously sour ratings. Possibly done to save dough, after all one live show is infinitely cheaper to produce than five dramas, they’re now left broke with naught but the hope of bringing viewers back.

Perhaps it’s time NBC leaves the monologues to their hosts and opens a dialogue with viewers; then again, at least they got a laugh out of their ratings.

Here’s to hoping you let freedom ring as we celebrate Martin Luther King Jr. this weekend.

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Shaken, Not Stirred

At approximately five p.m. on any given Friday you’ll find me paying homage to ‘Happy Hour’. According to the Distilled Spirits Council of the United States’ 2008 Industry Review, I’m not alone; off-premise spirits volume — alcohol purchased in liquor stores — increased by 2.9 percent from the previous year.

While most of the American economy is bottoming out, it’s bottoms up for the alcohol industry. Is it a surprise the sorcerers of spirits have invested heavily in helping remind you to bring a bottle of their booze home with you?

At approximately five p.m. on any given Friday you’ll find me paying homage to ‘Happy Hour’. According to the Distilled Spirits Council of the United States’ 2008 Industry Review, I’m not alone; off-premise spirits volume — alcohol purchased in liquor stores — increased by 2.9 percent from the previous year.

While most of the American economy is bottoming out, it’s bottoms up for the alcohol industry. Is it a surprise the sorcerers of spirits have invested heavily in helping remind you to bring a bottle of their booze home with you?

Open the commercial cabinet and drink these down if you would:

  • Beginning with bagpipes, Johnnie Walker walks through his history, from barrel one to the bevy of distinct labels featured today.
  • Similarly, Jack Daniels shares the long-standing stylings of ‘The Old No. Seven’, pushing you to ponder the sentiment behind its symbol.

Leaving our collective love for liquor on the shelf, how are these spots quenching consumers’ thirst?

There’s something distinctly deliberate in the buzz poured by both; tales told of a storied history of the sultans of shot, decades of delivering a now familiar formula. Both ads place a particular emphasis on pointing out the classic cache of their respective brands, providing some solidarity in otherwise shaky times.

Simply put, there’s something calming in continuity.

These ads speak to more than a consumer’s drive to drown their distress; in a time where volatile economic conditions cause consumers to question their sense of control over their lives, the bottlers of brown liquor offer an opportunity to keep at least one thing static.

Told under the guise of tradition, both ads suggest a sound understanding of the current consumer mindset, placating our desire to keep things simple – effectively stirring consumers’ shaken emotion with sweet stability in every sip.

As you head home or to a Happy Hour near you, join me in raising a glass in honor of the weekend!

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No Soup for You!

Betty Crocker and I broke up. It’s not me, it’s her.

Reminiscing over tuna-gone-bye, I decided to return to my roots in hope of recreating the very casserole which carried me through my youth. Betty Crocker, creator of my preferred childhood cuisine, had shunned the original instruction set in favor of a new format: one involving dry soup mix (a pre-processed soup mix).

Betty Crocker and I broke up. It’s not me, it’s her.

Reminiscing over tuna-gone-bye, I decided to return to my roots in hope of recreating the very casserole which carried me through my youth. Betty Crocker, creator of my preferred childhood cuisine, had shunned the original instruction set in favor of a new format: one involving dry soup mix (a pre-processed soup mix).

Panicked, I phoned my mom who stopped at the site and confirmed my concern—this new recipe was some sort of genetic mutation. We spent the next 30 minutes working our way through the web in search of a second option sans dry and/or condensed soup.

  • 15 Recipes
  • 8 Independent food sites
  • 1 Recipe without a pre-processed package (introduced as the “healthy” incarnation)

The easy explanation: shameless self-promotion. Underlining the use of dry or condensed soup should send consumers to store shelves to grab your soup mix, right? Wrong. Betty didn’t beat the drum for a specific brand; she simply suggested a flavor, as was the case with six of eight sites.

Certainly, limiting the list of fresh foods involved in favor of a processed substitute would cut creation time; could it be my casserole was killed in the name of convenience?

In the quest to forge foods specifically for dropping prep time, allowing munchies to move from pantry to plate at the speed of light, have we lost recognition of the cooking class who enjoy taking their time?

Betty, along with her cooking comrades, have over-steered as they’ve changed course to keep up with consumers, leaving a significant segment on the side of the road. The power of a virtual recipe rolodex is infinite; why limit the lineup (and by extension appeal for a broader batch of chefs) when saving space isn’t an issue? Certainly there’s room for both the fast and the fresh—a dish to serve everyone.

Which reminds me, if you’ve crafted a crave-worthy casserole, give me a ring—I’m back on the market.

Game Gobblers and Vegetarians alike, the Friday Funk Machine wishes you the best in recognizing something to be truly thankful for. Happy Thanksgiving!

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The Boy in The Blue Pajamas

Faster than a speeding bullet, more powerful than a locomotive, and able to leap tall buildings in a single bound, I was, thanks to my trusty red cape, Superman. The blue pajamas provided un-told powers: authority over adult figures, none of whom could impose sugar sanctions on October 31st. Suddenly the ruling class was without rules—but how could this be?

Faster than a speeding bullet, more powerful than a locomotive, and able to leap tall buildings in a single bound, I was, thanks to my trusty red cape, Superman. The blue pajamas provided un-told powers: authority over adult figures, none of whom could impose sugar sanctions on October 31st. Suddenly the ruling class was without rules—but how could this be?

Years later I would learn the ‘S’ emblazoned on my chest was not the source of suspension, instead the pause was prompted by what psychologists refer to as a Ritual of Reversal. A recess of the regular routine, Rituals of Reversal allow us to violate otherwise solid social codes; typically tame types transpose the order of expected actions, flaunt otherwise unacceptable behavior or swap the standard roles of parent-child, boss-worker, male-female.

Thus, each October countless children “threaten” creatures thrice their age and size for candy, men receive makeovers and fishnet stockings, and pranks become par for the Halloween course.

Rituals of Reversal reaffirm our regular behavior by allowing us to exercise our demons during a period of uninhibited bliss. Seasons and events centered on serving a break from the standard (think beyond Halloween, and into Mardi Gras, April Fool’s Day, or Carnival), garner specialized attention from marketers as a rare moment of receptivity when consumers are at their most liberated, lively selves.

However, focusing on a single event or pre-defined time misses a much larger and longer lasting opportunity—creating those moments for your consumers throughout the year. What if your product could provide a personal Ritual of Reversal on any given day or night? What if your product became inherently intertwined with the bliss that’s borne from shaking the shackles of standard?

Now that’s a trick which could yield many treats.


Ghouls, Ghosts, and Goblins alike, may your tricks be tame and your treats sweet. Happy Halloween all!

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Can You Spare A Square?

Muppet philosopher, Kermit the Frog, originally decried the difficulty in being green, though I’d bet he wasn’t talking toilet paper. Our triple-layer, super-soft, squeezable, cloud comfort TP, as it turns out, is not environmentally friendly.

The science: Each sheet is a web of wood fibers, and fibers from old trees are longer, which produces a smoother and more supple web, which builds the softer stuff. Fibers made from recycled paper (in this case magazines, newspapers or computer printouts) are shorter; the web is rougher, leaving you with a less comforting creation.

Muppet philosopher, Kermit the Frog, originally decried the difficulty in being green, though I’d bet he wasn’t talking toilet paper. Our triple-layer, super-soft, squeezable, cloud comfort TP, as it turns out, is not environmentally friendly.

The science: Each sheet is a web of wood fibers, and fibers from old trees are longer, which produces a smoother and more supple web, which builds the softer stuff. Fibers made from recycled paper (in this case magazines, newspapers or computer printouts) are shorter; the web is rougher, leaving you with a less comforting creation.

The stat: According to market analysis firm RISI Inc, upwards of 96% of all toilet paper purchased for personal use is taken from newly cut trees – a credit to our ongoing call for a cloud-like experience. 

The quote: “That’s a segment [of consumers] that is quite demanding of products that are soft,” says James Malone, a spokesman for the paper-product powerhouse, Georgia-Pacific.

Sales figures support the sound-byte: Quilted Northern Ultra Plush, the three-ply stuff, sold 24 million packages in the past year, bringing in more than $144 million in squeezable sales.

Contrast this with the statistically significant call on the part of consumers to purchase products in the name of green. After all, despite the dismal economic record of 2009, quantitative studies suggest 82% of all people still prefer purchasing green products.

At first glance, the cry to create eco-friendly goods should lead to stronger sales of the scratchier, but eco-sound recycled TP, right? But the danger in dealing solely with statistics is missing the second-level learning – the little truths that come when you peel back posturing.

A voting question can only argue for or against a pre-conceived point; it’s honest conversation which works in the why. In the ongoing quest to understand our consumers, sometimes we need to be a little softer and put comfort first.

As you look at your ‘honey-do’ list for the weekend, don’t forget to include a moment to stop, drop and just be. Happy Columbus Day all!

2 Responses to “Can You Spare A Square?”

  1. Matt D. says:

    You raise an interesting point about this new dilemma today’s consumers seem to face…quality or life vs. quality of our planet in the future. We all want to do our part to buy green so that our kid’s kids can still live in coastal cities, see polar bears in the wild, deal with normal seasonal temperatures, etc. But it is funny how quickly we abandon our inner hippie when our backsides experience sandpaper-like TP.
    Maybe this new struggle between comfort and forethought will help the planet AND breed the next evolutionary stage for human beings…
    A cleaner, more energy-efficient earth populated by humans with ass-cracks of steel.

  2. Jeff9 says:

    Yes, we use way too much toilet paper, one major factor could be the size of the average butt keeps growing but let’s not go there. Instead let’s save money and the Earth and be clean at the same time! Get serious and add Bathroom Bidet Sprayers to all your bathrooms. I think Dr. Oz on Oprah said it best: “if you had pee or poop on your hand, you wouldn’t wipe it off with paper, would you? You’d wash it off” Available at http://www.bathroomsprayers.com with these you won’t even need toilet paper any more, just a towel to dry off! Don’t worry, you can still leave some out for guests and can even make it the soft stuff without feeling guilty. It’s cheap and can be installed without a plumber; and runs off the same water line to your toilet. You’ll probably pay for it in a few months of toilet paper savings. As for water use a drought is always a concern and must be dealt with prudently but please remember that in the big picture the industrial water users always far exceed the water use of household users and in the case of toilet paper manufacture it is huge. The pollution and significant power use from that manufacturing process also contributes to global warming so switching to a hand bidet sprayer and lowering your toilet paper use is very green in multiple ways.

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Pour Me a Partnership

“Thank you. May I help you find anything else sir?”

It was an odd question given the fact I had just spent my life’s savings on a set of wheels; shouldn’t that have been enough? In 2002 I bought a Nissan Pathfinder, the second the sale was signed the gentleman who collected the commission sauntered off to pickpocket another potential wallet. I hadn’t even breathed in the new car smell and here he was searching for the next sale.

“Thank you. May I help you find anything else sir?”

It was an odd question given the fact I had just spent my life’s savings on a set of wheels; shouldn’t that have been enough? In 2002 I bought a Nissan Pathfinder, the second the sale was signed the gentleman who collected the commission sauntered off to pickpocket another potential wallet. I hadn’t even breathed in the new car smell and here he was searching for the next sale.

The Pathfinder lived up to its promise, the place I picked it up from (not a Nissan dealership I might add) was found wanting.

This past weekend my roommate wrote up an ad for his own car—minutes later he had an inquirer willing to drop a dollop of dough as down payment. After the would-be buyer inspected the car, he simply nodded and said:

“I don’t know how things are done here, but in my country I now buy you a drink. This way you get to know someone who you are doing business with.”

Nothing builds ongoing business better than a bond with your customer; so naturally, as marketers we’re constantly searching for a secret sauce to secure a repeat sale. So what does this shot-session show us? Perhaps the one thing we ultimately need: patience.

A simple drink allowed for extra interaction, a moment to truly ‘meet’ the customer. These ‘moments of truth’ exist as opportunities to make a customer something more—a confidant. Taking the time to get to know an individual as more than a sales statistic creates goodwill, and ultimately, that goodness garners greater sales. Now that’s something we can all drink to.  

As is the tradition with Friday posts, here’s a little something to help crank your weekend up to a nice respectable level. Ladies and gentlemen, start those engines!

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